Mozilla announces massive rebrand that mentions Firefox exactly once

Mozilla isn’t just another tech company — we’re a global crew of activists, technologists and builders, all working to keep the internet free, open and accessible. For over 25 years, we’ve championed the idea that the web should be for everyone, no matter who you are or where you’re from. Now, with a brand refresh, we’re looking ahead to the next 25 years (and beyond), building on our work and developing new tools to give more people the control to shape their online experiences.
↫ Lindsey Lionheart O’Brien at the Mozilla blog

I have no clue about marketing and branding and what investments in those things cost, but all I could think about while reading this massive pile of marketing wank is that the name “Firefox” only occurs once. How many Firefox bugs could’ve been squashed with the money spent on this rebrand literally nobody is going to care about because nobody uses Firefox as it is? Is a new logo and accompanying verbal diarrea really what’s going to turn this sinking ship around?

I’ve already made my choice, and I’ve left Firefox behind on all my machines, opting for an entirely different browser instead. I’m writing about that experience as we speak, so you’ll have to wait a bit longer to find out what choice I made, but rest assured I know I’m not the only one who is leaving Firefox behind after two decades of loyal service, and I doubt an expensive new logo is going to change anybody’s mind.